# Soccer Star Retail Campaigns Megan Rapinoe + Abercrombie to Host an Instagram Mental Health Series By Ell Smith | Published 2020-11-04 | Social Media Source: Trend Hunter, https://www.trendhunter.com/trends/instagram-mental-health References: [adweek](https://www.adweek.com/brand-marketing/abercrombie-fitch-teams-with-megan-rapinoe-to-tackle-mental-health/) & [abercrombie](https://www.abercrombie.com/shop/ca) Soccer star Megan Rapinoe has teamed up with Abercrombie and Fitch to host an [Instagram](https://www.trendhunter.com/trends/united-we-sweat) mental health workshop, helping the retail brand enter a new phase as it strives for more inclusive marketing. This new campaign is one of many [mental health-related initiatives](https://www.trendhunter.com/trends/be-an-outsider-1) Abercrombie has aligned with recently. This particular move however, is different as it features a celebrity spokesperson, and cross-platform engagement. Rapinoe will host a seven-part Instagram series that centres around mental health in an effort to [break the stigma](https://www.trendhunter.com/trends/anna-leigh-waters). According to Carey Collins Krug, svp and head of marketing at Abercrombie, “It works so well with our other campaigns, partnerships and initiatives because it aligns with A&F’s values as a brand, but even more, they all come together to form a narrative that says, ‘You matter. You’re seen. You’re celebrated.'" Image Credit: Abercrombie ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 7% | Activity: 9% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Media](https://www.trendhunter.com/socialmedia) ## Key Themes ### Key Themes Behind This Trend - **Inclusive Marketing:** This partnership between Megan Rapinoe and Abercrombie demonstrates the opportunity for brands to engage in inclusive marketing by promoting mental health awareness. - **Celebrity Spokespersons:** The use of celebrity spokespersons, like Megan Rapinoe, can be a disruptive innovation opportunity for retail brands to increase brand visibility and credibility in social campaigns. - **Cross-platform Engagement:** The launch of a multi-part Instagram series by Abercrombie and Megan Rapinoe highlights the potential for cross-platform engagement to reach and educate a wider audience about mental health. ### Where This Applies - **Retail:** Retail brands, like Abercrombie, can embrace mental health-related initiatives and campaigns to engage with their customers on a more personal and meaningful level. - **Marketing/advertising:** The partnership between Megan Rapinoe and Abercrombie demonstrates the opportunity for marketing and advertising agencies to develop campaigns that promote inclusivity and mental health. - **Social Media:** The use of Instagram as a platform for a mental health series by Abercrombie and Megan Rapinoe showcases the potential for social media platforms to be used for educational and awareness campaigns. ## Related on Trend Hunter - [Empowering Soccer-Inspired Campaigns](https://www.trendhunter.com/trends/renowned-soccer-icons.md) - [Soccer Athlete-Starring Beauty Campaigns](https://www.trendhunter.com/trends/jess-carter.md) - [Female Athlete-Fronted Luxury Campaigns](https://www.trendhunter.com/trends/coach-x-wnba-campaign.md) - [Empowering Fitness Campaigns](https://www.trendhunter.com/trends/mother-fitness.md) - [Athlete-Centric Bingo Campaigns](https://www.trendhunter.com/trends/share-your-bingo-moment.md) - [Athlete Hair Campaigns](https://www.trendhunter.com/trends/athlete-hair-campaigns-schwarzkopf-professionals-up-your-hair-game-celebrat.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Athlete-Centric Beauty Campaigns](https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns.md)